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Semantic SEO - The Shift From Strings To Things by Aaron Bradley #SMX
 

Semantic SEO - The Shift From Strings To Things by Aaron Bradley #SMX

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From SMX East 2013 / SearchMarketingExpo.com - Why Structured Data & Semantic SEO Are Important - #SMX #21C by @aaranged. ...

From SMX East 2013 / SearchMarketingExpo.com - Why Structured Data & Semantic SEO Are Important - #SMX #21C by @aaranged.

Slide deck from speaker from InfoMine, Inc's Aaron Bradley's presentation on SEO, schema.org standards, microformats & RDFa structured markup.

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    Semantic SEO - The Shift From Strings To Things by Aaron Bradley #SMX Semantic SEO - The Shift From Strings To Things by Aaron Bradley #SMX Presentation Transcript

    • SEMANTIC SEO: THE SHIFT FROM STRINGS TO THINGS # Aaron Bradley InfoMine, Inc. @Aaranged #SMX #21C October 2, 2013 #
    • “Things, not strings” The phrase coined by Google to highlight the shift to real-life things in search @aaranged #SMX #21C
    • Semantic search and the SEO strategy gap So far most semantic SEO work has been carried out in a strategic void @aaranged #SMX #21C
    • Different keywords, same entity Keywords are not a reliable way of designating real-life things @aaranged #SMX #21C
    • Same keyword, different entities Keywords are not a reliable way of designating real-life things @aaranged #SMX #21C
    • Same keyword, different entities Keywords are not a reliable way of designating real-life things @aaranged #SMX #21C
    • Unique identifiers For a given domain an identifier, not keywords, represents the thing itself @aaranged #SMX #21C
    • Triples: subject > predicate > object Semantic applications use a standard model for describing resources @aaranged #SMX #21C
    • Triples in action schema.org properties express relationships between a subject and an object @aaranged #SMX #21C
    • The GDP of France … and a lot more From structured sources, and/or sources Google has parsed and structured @aaranged #SMX #21C
    • Related queries: strings vs. things Semantic search allows Google to determine the meaning behind queries @aaranged #SMX #21C
    • Traditional definition of “SEO” For most of its history SEO has been focused on keywords @aaranged #SMX #21C
    • Toward a definition of “semantic SEO” Entities are a necessary component – but only a component – of semantic SEO @aaranged #SMX #21C
    • “Semantic SEO” A shift in focus from matching strings to the relationships between things @aaranged #SMX #21C
    • STRATEGY: identify and disambiguate entities Extraction utilities and APIs can aid in identifying named and topical entities @aaranged #SMX #21C
    • Entities: only as many identifiers as necessary Entity cannibalization is the new keyword cannibalization: just say no @aaranged #SMX #21C
    • STRATEGY: identify items and properties Structuring your content will help when it comes to structuring it for SEs @aaranged #SMX #21C
    • STRATEGY: declare your data Provide your data in a structured format for machine consumption @aaranged #SMX #21C
    • Missing in action … but not necessarily forever If a resource is absent in schema.org you can add it as an extension @aaranged #SMX #21C
    • No snippet? No problem! Google still wants your data @aaranged #SMX #21C
    • STRATEGY: map and declare your relationships Hyperlink relevant entities and resources, preferably with structured data @aaranged #SMX #21C
    • STRATEGY: build trust in your data Trust by verification: Google+, Google’s social verified identity network @aaranged #SMX #21C
    • Avail yourself of all verification methods Verify identities and data with search engines and social networks @aaranged #SMX #21C
    • Building trust with data consistency The search engines will trust your data more if it’s consistent across domains @aaranged #SMX #21C
    • Building trust in ecommerce environments Products should be uniquely identified, and ecommerce data kept consistent @aaranged #SMX #21C
    • Outcomes: increased search visibility From authorship to answer boxes rich snippets are everywhere – even email! @aaranged #SMX #21C
    • Measurement woes: it’s still all about keywords Conventional analytics make it difficult to assess semantic SEO success @aaranged #SMX #21C
    • Strings and things don’t always mix Visits from semantic search can obscure the original query @aaranged #SMX #21C
    • Thanks! Hope you enjoyed the presentation – please say in touch! Semantic Search Marketing Community on Google+: Lively discussions! Pie! (Okay - actually no pie) bit.ly/semsearch Twitter: @aaranged Google+: bit.ly/aaranged Web: seoskeptic.com @aaranged #SMX #21C
    • http://www.slideshare.net/SearchMarketingExpo # see more presentations at: #